Well, look at the exchange course for the last year: http://www.xe.com/currencycharts/?from=GBP&to=USD&view=1Y Now calculate the 20% VAT out of the 40GBP, you get 33.33333. To get the $40 to 33.33 GBP the exchange course must have been 1.2. And you can see the exchange course was not even under 1.4 over the last year, in that interval where they fixed the price. My recommendation for UK users on Xbox One, set your console to Germany, buy TTK in the German Xbox store for 40€. Remember: you are still in the EU…